That's how the X-ray Shoe Fitter Corp. in Milwaukee advertised its Adrian Shoe-Fitting Fluoroscope in the late 1940s. Their flouroscopes enabled clerks and customers to see right through the shoes to the bones.

When a foot was inserted into a slot near the bottom of the machine, an X-ray tube beneath it projected beams up through the foot and shoe onto a screen. Customers leaned over and looked into a special viewer to see their foot's anatomy against the shoe's outline.

"Shoes that are too short or too long, too wide or too narrow, or even too pointed, are immediately indicated in an easily viewed instantaneous picture," said one ad.

This was especially helpful with children, who couldn't always articulate how new shoes felt. Many flouroscopes even had three viewers so child, parent and salesperson could all look at the X-rays together.

During the 1920s, Wisconsin became the center for the new technology and over the next two decades nearly 10,000 fluoroscopes were sold. "Shoes that are scientifically fitted" became all the rage.

But in the late 1940s, the other shoe dropped (so to speak). Reports of dermatitis and burns surfaced, and in 1950 Milwaukee became one of the first cities to regulate the machines.

Their appeal had already begun to wane, however, as radiation took on negative connotations in the post-Hiroshima world. During the 1960s the once-robust Wisconsin industry withered away, as most states banned flouroscopes.

— Wisconsin Historical Society
www.wisconsinhistory.org

"Odd Wisconsin" Look for Odd Wisconsin on Wednesdays in the Local section. Let us know what you think: justaskus@madison.com; 608-252-6192; Just Ask Us, P.O. Box 8058, Madison, WI 53708.